DAU/MAU Stickiness

Stickiness, computed as DAU/MAU, indicates how habit‑forming your product is. It complements retention by showing frequency of engagement.

Stickiness is DAU divided by MAU, a proxy for habitual usage.

Segment by feature and audience. Improving daily value loops and reducing friction are typical levers to lift stickiness.

Stickiness, computed as DAU divided by MAU, indicates how habit‑forming your product is. Track by feature and segment to understand what drives frequent engagement. Improving stickiness usually requires better daily value loops and reduced friction.

Use period active counts.

Compute DAU divided by MAU × 100% for the period and track by feature usage.

5k DAU, 20k MAU → 25%.

Provide a DAU and MAU example to show how stickiness percentage is derived.

Bots, seasonality, and uneven feature adoption across segments can distort stickiness.

Consumer social 40–60%+; productivity tools 20–40% typical.

Consumer social often 40–60%+; productivity tools 20–40% typical.

Track weekly stickiness (WAU/MAU) and pair with retention analysis for depth.

Stickiness relates to activation and retention and highlights engagement loops.